BMF has designed an experiential PR stunt reversing the iconic catchphrase: “Throw another shrimp on the barbie” for clients Meat & Livestock Australia.
The phrase gained global prominence after it was featured in a 1980s tourism commercial. BMF staged a mock protest outside the Canberra Convention Centre, bearing the rewritten phrase: "Throw another steak on the barbie".
The stunt I part of the execution of BMF’s 'Nothing Beats Beef' campaign for Meat & Livestock Australia.
"All Aussies know that it's steak we throw on the barbie, not shrimp,” said Andrew Cox, MLA group marketing manager.
“This was a tongue in cheek attempt at encouraging the nation that beef is the real deal for barbecues this summer."
The execution continues the theme initiated last year.
The 2013 execution extends to outdoor and point-of-sale materials, interactive recipe-dispensing sites in major retailer shopping centres and targeted online social media promotion across MLA's 'Nothing Beats Beef' Facebook page.